UA Digest: What’s new this month?

Check out our User Acquisition Digest, your monthly roundup of the latest news and trends in user acquisition!

Meta innovates: Threads, subscriptions, and new ad features

Threads ads are coming soon 

Meta is set to launch ads on Threads in January 2025, starting with a select group of advertisers. With 275 million active users, Threads presents a unique opportunity to test a new advertising channel on a growing platform. 

Why it matters? Threads is still new in the ad space, making it an exciting playground for brands aiming to connect with a large, engaged audience. For advertisers with a smart strategy, this could quickly become a must-have channel to diversify campaigns. 

More info here  

An ad-free model launches in Europe 

Meta is introducing a new option for Facebook and Instagram users in Europe, including the European Economic Area (EEA) and Switzerland. Two new options are now on the table: 

• Ad-free subscription model: 
  • Web: €5.99/month (down from €9.99). 
  • Android & iOS: €7.99/month (down from €12.99). 
  • Additional accounts: €4/month on web, €5/month on mobile. 

• Free version with less personalized ads, based only on general data. 

This move aligns with GDPR and DMA regulations, giving users more control over their data. However, for advertisers, it presents new challenges: campaigns in the “ad-free” model may see reduced reach and less precise targeting. 

With this change landing just before the holiday season, optimizing campaigns becomes even more critical. Adjusting strategies to maintain audience engagement will be key in navigating this shift. 

More info here 

Introduction of Ad Impression Value

Meta has announced a long-awaited feature: the ability to optimize campaigns based on the value of ad impressions. 

Now available for Android campaigns, this feature allows advertisers to align their budgets with what truly drives business value, focusing on maximizing each impression’s impact. This is a promising step forward for enhancing performance and targeting high-value audiences more effectively. 

Currently limited to Android, this feature is expected to roll out to iOS soon, opening up even greater possibilities for mobile advertisers. 

More info here  

TikTok announces Symphony Creative Studio 

TikTok continues to enhance its Symphony suite, with the launch of Symphony Creative Studio, an innovative tool powered by AI, designed to simplify and automate video content creation on the platform. Addict Mobile was actually able to test this tool exclusively in the summer of 2024.

Key Features of Symphony Creative Studio: 

• Video Generation and Remixing: Using product details or a URL, the tool generates multiple editable videos, drawing inspiration from top-performing content on TikTok and incorporating licensed assets, including those from Getty Images. 

• Avatar Creation: Create standard or custom avatars capable of reading scripts in over 30 languages, ensuring content is adapted to the cultural and linguistic nuances of targeted audiences. 

• Translation and Voiceover: Video translation and voiceover in multiple languages, making it easier to localize campaigns and reach new markets. 

• Inspiration Hub: Access to auto-generated videos based on the most effective content practices on TikTok, offering ideas aligned with current trends. 

More info here 

Beyond Borders: Moloco’s report on UA opportunities in gaming 

Moloco’s latest interactive report, Beyond Borders: Mobile Gaming Insights for Global Growth, dives deep into global UA dynamics in mobile gaming. It explores how budgets are allocated, uncovers growth potential across markets and genres, and provides practical tools to fine-tune strategies for specific audiences. 

A valuable resource for advertisers ready to rethink their UA strategies and tap into less saturated markets with untapped opportunities. 

More info here  

What trends will shape app marketing in 2024? 

The new Mobile App Trends 2024 report from Adjust and AppLovin dives into the key shifts in the mobile ecosystem. 

Here’s what you’ll find: 

• Industry insights: Detailed stats on key sectors like fintech, gaming, and e-commerce, covering installs, sessions, and revenue growth. 

• Regional benchmarks: Data from APAC, LATAM, and North America to guide targeted strategies. 

• Industry perspectives: Trends that will define 2024, including the impact of AI, evolving privacy standards, emerging channels, and incrementality. 

For app marketers, this report is an essential resource to anticipate changes and adapt strategies to a constantly shifting market. 

More info here  

At Addict Mobile, we’re always keeping a close eye on these changes to help our clients make the most of new UA opportunities.